Pre-loaded Digital Audio Player

I found this company in the new registrations section on Get Satisfaction. They sell pre-loaded audio players and seem to specialize in audio books. My first impression was that the idea itself was terrible and nothing would come of it, but after taking a look at the details it seems like they are trying very hard to emulate the current use for paper books. Once you finish with a playaway (the device can only play one book I believe), you can give it to someone else without worrying about DRM or licensing. You can also return it to the company and they give you $10 off the next purchase and free shipping. Definitely an interesting idea, but I think people are too used to their iPods and large color screens on mobile devices to use a monochrome segment display.